Brazil: Diageo launches Smirnoff X1 vodka drinks

Diageo, the global spirits giant, is set to launch a new line of vodka and fruit juice drinks in Brazil under the name Smirnoff X1.

The new drinks range - available in the varieties Strawberry & Lime, Triple Citrus and Brazilian Berry - is described as being the first vodka product in Brazil to be sold in a screw cap carton, and is said to have been developed with the 'house party' occasion in mind.

Commenting on the launch, Diageo vodka marketing manager Isabela Abbês said: "Smirnoff is a young and innovative brand, and is introducing this product to Brazilian consumers in environmentally sustainable packaging that is also easier to transport. This type of packaging is already used for alcoholic drinks in other countries and aligns well with the Smirnoff X1 concept, which is geared around offering practicality for social occasions without compromising on quality or flavour".

Source: Embalagem Marca